南开大学22秋学期《饭店业市场学（一）（二）（EI双语）》在线作业6

奥鹏教育南开大学平时作业

22秋学期（高起本：1603、1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业-00003

在本文中引用的营销研究技术中,最耗时的是
A:调查
B:问卷
C:专门小组
D:数据分析
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如果你的百分比达到75和频率为10,你的总评分点(GRP)将是
A:750
B:7,500
C:75
D:7.5
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Which of the following is true?
A:Social and political events have little effect on the buying behavior of consumers in the hospitality market
B:Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates
C:Married couples on vacation are likely to travel on a per diem basis
D:Uncomplicated reservation processes are important to travel agents when arranging and scheduling travel for their clients
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In a marketing plan, key objectives should:
A:not address pricing philosophy because of possible antitrust violations
B:detail how to achieve strategies or action steps associated with the plan
C:be quantified by dollar amounts or percentages when the objectives are related to volume
D:describe a property’s position in the marketplace in relation to its competitors
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根据“克莱顿反垄断法”,下列哪项是非法的?
A:与经销商和客户签署独家交易和绑定协议
B:与其他公司合并，导致合并后的公司成为唯一的供应来源
C:同时担任竞争公司董事的个人
D:上述所有的
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饭店房间的房价范围应为:
A:狭窄
B:广阔
C:基于饭店退休人员的市场
D:有限
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在______促销中,潜在客户需要做某事来利用奖励优惠
A:开放
B:关闭
C:类型匹配
D:履行
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Under __________ , persons or firms cannot offer a price to one buyer that they do not offer to another, if the two are purchasing substantially the same product or service, during the same time period, in the same quantity.
A:Article III of the Federal Trade Commission Act
B:the Sherman Antitrust Act
C:the Robinson-Patman Act
D:the Price Control Antitrust Act
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Which of the following statements about marketing in the hospitality industry is true?
A:Marketing efforts should focus on the needs of the buyer
B:Marketing efforts should focus on the needs of the hospitality company
C:Marketing efforts should focus on the needs of the marketing department
D:None of the above
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这是一个好主意:
A:只有一个链接到您的网站
B:不超过四个链接到您的网站
C:尽可能多的链接，适合于您的网站
D:没有来自您的网站的链接，但是您的网站的链接是可以接受的，只要它们是适当的
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你自己进行的研究称为______研究
A:主要
B:定量
C:次要
D:定性
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让消费者对您的运营产生积极反应的一种方法是:
A:发送新鲜的信号
B:确保您的产品或服务可以通过整洁干净的测试
C:向客户表示同情
D:上述所有的
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In the 1950s and 1960s, _________ driven forces gave rise to new ideas in the hospitality industry that resulted in increased market and product segmentation.
A:externally
B:socially
C:internally
D:legislatively
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Which of the following best describes the corporate strategy introduced by Kemmons Wilson in the 1950s?
A:computerized hotel reservations
B:the motel, a highway or roadside product aimed at the family market
C:direct-line telephones in all guestrooms
D:suites and penthouses as an alternative to regular guestrooms for those demanding up-scale accommodations
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市场调查的目的是
A:引出消费者意见
B:揭露关于市场的事实
C:获得潜在趋势的洞察
D:上述所有的
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在成本收入分析中,总收入等于总成本的点被称为:
A:价格点
B:损失点
C:利润点
D:盈亏平衡点
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A promotion that features a property employee and his or her hobby is called an:
A:administrative assistants appreciation club
B:employee-VIP-of-the-month program
C:employee-of-the month program
D:employee-interest promotion
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Until 2006, the four major global distribution systems (GDSs) were:
A:Amadeus, Galileo, SPEAR, and Worldscope
B:Amadeus, Apollo, COVIA, and Worldspan
C:Apollo, Global, Sabre, and Worldwide
D:Amadeus, Galileo, Sabre, and Worldspan
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In the concept of customer development strategies, which of the following is the best or most desired customer category?
A:investors (time)
B:first-time customers
C:repeat customers
D:members
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以下哪种广告主要通过创意性的重复和相似的人物和文案主题按计划分步骤地向受众传达广告信息。
A:利益型广告
B:系列型广告
C:报价型广告
D:品牌识别型广告
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Elect奥鹏教育南开大学平时作业ronic marketing via the Internet provides significant consumer value, which is being redefined as:
A:speed
B:lower price
C:convenience
D:customer
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以下哪个属于数据库系统的三大要素
A:技术
B:页面设置
C:准确的资料
D:优先设置
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When making e-mail or fax offers, marketers should:
A:send the offers to current customers in a service-oriented manner
B:offer customers the option of not receiving the message
C:assess whether e-mail and fax marketing will do the business more harm than good
D:offer customers more
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Which of the following would be recognized as a brand name within the hospitality industry?
A:Hertz
B:Hilton
C:McDonald’s
D:HM
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The overall goal of hospitality marketing is the sale of:
A:product
B:service
C:image
D:money
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Travel retailers such as travel agents are typically motivated by:
A:high margins on sales
B:volume packages
C:supplier reliability
D:sale price
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When calculating payback with regard to promotions, which of the following costs need to be factored into the equation?
A:value of the discount
B:number of coupons distributed
C:advertising and media
D:number of the discount
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制定营销方案的战略有
A:部分战略
B:整体战略
C:媒体战略
D:推销战略
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在欧洲各国,旅游业一直受到人们的高度重视。除了国家旅游组织的促销宣传之外,旅游企业用于推销旅游的手段还包括
A:大众传媒
B:陈列销售
C:直销网点
D:产品组合
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One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:
A:assess alternative strategies
B:develop networks and alliances
C:aid in the decision-making process
D:assess alliances
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上游整合:这种情况发生在一家公司收购原来由供应商提供的业务,例如一家快餐公司收购土豆供应企业,或者航空公司兼并快餐公司。
A:对
B:错
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If the sales department doesn’t communicate with catering, a meeting room might be sold on the same day at the same time to two different groups.()
A:对
B:错
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纵向整合:它发生在一家公司在某个行业细分市场里的份额不断提高的时候。
A:对
B:错
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系列型广告的特点是直接表现广告平台的内容,以此具体说明消费者购买你的产品或服务的原因。
A:对
B:错
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在旅游服务业中,消费者调研有多种不同的形式。就饭店和度假村而言,最为常见的一种便是所谓的现期顾客调研。
A:对
B:错
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焦点小组座谈这一调研技术可以更深入地提供有关消费者态度和行为等方面的定性调研成果。
A:对
B:错
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促销的基本思路在于让消费行为增加或超过预期水平,促销没有时效性。
A:对
B:错
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营销调研的目的在于提供有关的事实情报,以帮助企业对其产品、价格和营销战略做出恰当判断。
A:对
B:错
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Marketing efforts should focus on the needs of the hospitality company.()
A:对
B:错
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Natural borders define the boundaries of metropolitan statistical areas.()
A:对
B:错
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为营销活动(除了维持目前营业量缩需要的核心营销开支项目之外)做资源规划额工作始于识别企业有哪些特定的业务需要,并将目标市场对准那些盈利能力最强,能够满足这些特定不过需求的消费者细分市场。
A:对
B:错
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在很多情况下,“直接调查”和“问卷调查”这两个术语通常不能呼唤使用。
A:对
B:错
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在住宿业中,产品和服务调研通常被称为去也调研。
A:对
B:错
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焦点小组是一种通过小组讨论的形式,围绕系统的预设问题去征求个人观点的营销调研技术。
A:对
B:错
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直接调查是旅游服务业中应用最广的调研技术,形式和目的不尽相同。
A:对
B:错
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Consumers in the quick-service (fast-food) market industry segment seek convenience and are also sensitive to price.()
A:对
B:错
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市场营销的焦点不包括融资渠道。
A:对
B:错
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直接调查用于了解消费者的观点、解释事实真相以及领悟潜在的趋势。
A:对
B:错
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Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
A:对
B:错
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.According to an executive mentioned in the chapter, Sheraton owns the most hotels in the United States today.()
A:对
B:错
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